All related (70)
Loren Elia
Director of Product Marketing, HoneyBookJanuary 23
This is challenging indeed and something I've had to deal with at every company I've worked for. What I've fund helps keep me and the business teams sain is to plan to launch features 14 days after the official planned released date. This makes product nervous most of the time, but most of the time they're also delayed so it all works out in the end. 
Marcus Andrews
Director of Product Marketing, PendoJune 25
I know this pain!  Part of working at a product driven company is that this will happen and it's ok. The health of the product should come first and that will disrupt markeitng plans for time to time. Stick it out. Don't stop doing product launches just because the timelines didn't work out a few times.  Other things you can do (which we have done) are seperate the marketing launch timeline form the product launch timeline a bit. Maybe the product goes into open beta a month before the launch starts. People won't really notice and it gives you a huge buffer to work with.  Also, may...
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns, AdobeJanuary 16
I'd recommend to play the "new person card" and ask a lot of questions: what market problems does this solve? How did they ID these market problems? What customers or products have they talked to? What are competitors or doing? If they can’t answer these questions, there is likely room for you to come in and help and take ownership of the launch plan. Especially if it has been delayed, you can argue that now you have time to do some additional research / market validation to answer the above questions and you can drive the launch. Most PM teams are happy to have the help.
Manav Khurana
GM & SVP Product Growth, New RelicOctober 10
First, let me say that no one in Eng/Product likes product delays. The timing gets screwed up because of poor planning or unpredictable events. So, you have two options:   1. Avoid the coordination tax for smaller launches - so that a delay doesn't affect your launch timeline. 2. Give extra incentive for the Product/Eng team to plan better/meet their committed deadlines.    To avoid the coordination tax on small features/enhancements,  I am a big fan of announcing the product after it's shipped. Say with a 2-week SLA, where product/eng fill the PMM backlog with small ships. It's the jo...
Leonardo Vergani
Latam Marketing Manager, ActiveCampaignJanuary 21
I tend to think that product launches are delayed more often than not. Because of that, the expected delays should already be part of your planning. Also, there are a few workarounds you can use to deal with unexpected delays. I will go through both below. 1. Planning (or Before the delay happened) Improving planning Most organizations push product managers to promise deadlines that are not realistic. Therefore, there is a lot of value on improving PM’s planning to properly estimate how long a new project is going to take. Ideally, PMMs and PMs should estimate how long past projects to...
Jodi Innerfield
Senior Director, Product Marketing, Salesforce
Tiering and t-shirt sizing a launch should be based on "how impactful is this to my customer and the company?" If it's a brand new product suite, a new offering in the market either for the company or the space, or a material investment/improvement from what exists today--that's a Tier 1, full-court press (whatever that means for your company!)  Moderate improvements, new SKUs, bigger features that are exciting but not totally new and different for the company are the market are more medium-Tier launches. Smaller features and incremental updates can be covered in release marketing only, m...
Dave Daniels
Founder, BrainKraftMarch 21
Follow this rule: Launch is a business decision, not a technical decision. You can still launch, you just won't hit your launch date (as in when we can start booking revenue). You have to get a good sense of your engineering team's ability to deliver on the dates they've committed to. If they have a track record of delays, bake the delays into your launch planning. Have two dates for planning purposes: An internal one for development (with a specific day), and an external one that's loose (like 'Q3'). As you gain confidence the eng team is getting closer to completion, you can tighten up...
Sherry Wu
Director, Product Marketing, MaintainX | Formerly Samsara, Comfy, Cisco
The tactics behind a product launch all boil down to three strategic questions:  1. Why does this matter for the business? 2. - 3. Why does this matter for your customers? 4. Why now? These are deceptively simple, but think about all of the answers that you need to have.  Having the answers to these two questions will determine This will determine the resources that you put into a launch, how you promote it, and who you promote it